Research On The Development Strategy Of Broadcasting Rights Of Sports Events From The Perspective Of Media Convergence

The broadcasting rights of popular sports events have become the resource of the media to compete for since 2014.Therefore,the broadcasting rights of sports events are no longer exclusive concept of TV media.The intervention of the new media makes the definition of the broadcasting rights of sports events have a new connotation.The operation of the broadcasting rights of sports events in the Chinese media field began in 1995,and the major sports events in the world were broadcast by CCTV to the Chinese audience at CCTV-5.However,there existed some factors such as coarse quality of broadcasting,poor audience interaction and serious piracy problem due to a monopoly broadcast,and the in-depth development of the broadcasting rights of sports events was limited.In recent years,with the popularity of new digital technology and the advent of the Omnimedia era,the related policies concerned with promoting national sports consumption through developing the sports industry have come out,which brings policy support for the development and operation of the broadcasting rights of sports events.Many famous internet media companies have been involved,making the development of the broadcasting rights of sports events have a qualitative leap.However,in the process of purchase and development of the broadcasting rights of sports events,many resources of the broadcasting rights of sports events were wasted due to the improper production and operation by some medias.Therefore,how to further analyze the existing problems,explore the causes,solutions and strategies of the problems is an important issue for the trade media and sports media industry to solve.This research is based on solving the practical problems with the awareness of problem solving.Based on the communication theories,thethesis takes the development and operation of the broadcasting rights of sports events as the research core,and it analyzes the problems such as how do develop and operate the broadcasting rights of sports events in sports media industry.It is to trace back to the history of the development of the broadcasting rights of sports events.Besides,combing its development status and the previous research literature,the research,supplemented by the relevant copyright theory,analyzes the problems in the broadcasting rights of sports events in Chinese media in view of the media convergence theory and the related strategies of the broadcasting rights of sports events with the aim to enrich the related researches of the development operation of the broadcasting rights of sports events in China.As for the research methodology,this research employs the literature analysis as the basic method,supplemented by case analysis and field study methods,to analyze the problem of the broadcasting rights of sports events in China to provide constructive suggestions for its development and operation and provide the new research perspective and some theoretical supports for the sustainable development of media industry and related policies.